I led the launch of MdBy, an eco-lux photo book and gift brand, overseeing its branding, visual identity, and tone. The integrated launch featured resonant messaging, dynamic photo shoots, a scrappy yet impactful hero film, and engaging content for both owned and paid channels.

I directed organic social and PR content for agency partners, amplified through influencers on Instagram and TikTok. Our content outperformed projections, exceeding impressions by 23.5% and engagements by 40%. This effort introduced the brand to over 555K Instagram users and 4.5M TikTok users, achieving 44M+ impressions, 292K+ engagements, and 267K+ clicks.
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Role: Senior Director of Brand and Creative​